#things we made

At several movie theaters across the country, the ads really smell—like cinnamon rolls. Pillsbury is pumping the delicious scent into 25 theaters as part of a campaign that attempts to spark sales for its refrigerated dough by linking cinnamon roll smells to holiday memories. The scent is emitted during an ad that plays before the "The Grinch" and other family films. 

The brand is attempting to measure if the ads amp sales. But since the movie ads just started running on Nov. 23 and the print magazines are the December issues, there's no data to share just yet. The push also includes scent-free national TV spots and online posts.